Both halves of a bikini,
and no way to buy them together.
Marysia is a luxury swimwear label stocked at more than a hundred retailers worldwide, with a stated goal of taking direct-to-consumer past half of total revenue. The site the team loved was the site costing them conversions.
The situation,as it arrived.
The brief was unusual and it was the right one: keep the aesthetic. The white space, the editorial photography and the type were doing their job. What was not working sat underneath — a WooCommerce backend a lean team could not manage, a search bar with no autocomplete and poor accuracy, and a navigation weighted toward pages that sold nothing while swimwear, the top revenue driver, was buried.
The sharpest problem was specific to the category. Bikini tops and bottoms are sold as separates, but almost every customer wants both, and there was no way to buy them from a single page. That is a friction point on the highest-margin product in the catalog.
Four moves,in the order they happened.
WooCommerce to Shopify, without touching the look
The migration cleared the operational problem — a backend the team could run themselves — while the redesign preserved what the brand was already known for. Restraint was the instruction, not a compromise.
Rebuild navigation around what actually sells
Swimwear first, resortwear given the visibility a growing category earns, dropdown imagery into primary categories, and breadcrumbs so exploring a category no longer dead-ends.
Fix discovery, then fix the bikini problem
Autocomplete search sitewide across every device, color filters grouped by family with visual swatches, and tops and bottoms consolidated so both halves of a bikini can be bought from one product page.
Then keep going
A mobile pass across search placement, filters and category order. Conversion funnel reporting built in Analytics, and email tracking repaired after it broke during a platform migration. The engagement became continuous optimization rather than a finished project.
Everything thatleft the building.
- WooCommerce to Shopify migration
- Redesign preserving the existing brand aesthetic
- Navigation rebuilt around commercial priority
- Sitewide autocomplete search
- Single-page bikini component purchasing
- Color filtering by family with swatches
- Dedicated mobile experience pass
- Conversion funnel reporting and tracking repair
More like this one.One a month.
Written out of engagements rather than off a content calendar, by whichever principal ran the work. No sequence afterwards.
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